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Amazon acquires 3D body modeling startup

Amazon has acquired 3D body modeling startup Body Labs for an estimated $50-$70 million dollars, TechCrunch has reported. Body Labs creates 3D human forms for b2b purposes that can be used, amongst other things, for virtually trying on clothing.

Body Labs on FacebookAmazon has not yet commented on the acquisition, but Body Labs' home page said the company has been acquired by Amazon and that it “look[s] forward to innovating on behalf of customers”. Iits website also explains that its technology can be used to “accurately predict and measure the 3D shape of your customers using just a single image."

While it is not clear exactly how Amazon will use Body Labs, it will be interesting to see how Amazon uses its resources to drive e-commerce ahead for a new digital fashion experience for mass consumers. Amazon Prime members currently have access to a wardrobe service, offering customers free returns for product that does not fit. Improving fit with Body Labs technology could boost the e-commerce giant's fashion business by reducing the amount of returns, for example.

Amazon has also recently introduced a fashion specific Echo device called Look, to take fashion selfies. Body Labs has a number of similar features that can add filters much like those of a Snapchat lens. Integrating the two platforms could create a consumer experience where customers could try on a dress, send the photo to someone for a second opinion and then circle back and purchase it immediately.

Body Labs was founded in New York in 2013. Its CEO and co-founder Bill O'Farrell has a track record of developing technology that has been bought out by major companies. His resume includes Adobe and Netsuite buyouts.